A force within the music, beauty and fashion industries, bestselling artist Rihanna is launching a high-end fashion brand with the world’s leading luxury group, LVMH.
In turn, Rihanna will become the first black female designer to head a label with LVMH. It will be the first time the French conglomerate has launched a brand from inception since Christian Lacroix in 1987.
Titled Project Loud France, the venture is named in honour of the Barbadian singer’s highly anticipated fifth studio album, Loud.
Spanning men’s and women’s ready-to-wear, athleisure, leather goods, footwear, eyewear and childrenswear, the Fenty Maison is also rumoured to include high-tech products, office supplies, home décor and gardening wares.
The music superstar has already seen massive success with her Fenty Beauty range, which debuted in late 2017 backed by LVMH’s beauty incubator Kendo, and her lingerie line, Savage x Fenty, which celebrated its one year anniversary this month.
Rihanna’s beauty line pioneered diversity by having, at first, 40 shades of foundation to cater to different skin tones, which was later increased to 50. Meanwhile, her fashion label was highly praised for its body-positive casting at New York Fashion Week last year.
According to French filings from December 2018, Project Loud France has already accumulated about €60 million worth of investment split between Rihanna and the luxury conglomerate.
Staff from Louis Vuitton and Celine have reportedly already been hired to work with Rihanna, with LVMH’s Chief Strategy Officer Jean-Baptiste Voisin appointed as President of Project Loud France.
Now with 70.9 million Instagram followers, Rihanna was crowned ‘Most marketable celebrity’ by NDP Group in 2016. The market research company discovered that the singer’s followers would be 3.7 times more likely to buy something seen on her account than that of other celebrities.
A launch date for Project Loud France has not yet been revealed, but you can bet the new venture will be as big a hit as Rihanna’s two businesses to date.
As the world’s largest luxury group, LVMH is home to more than 70 distinguished fashion houses including Louis Vuitton, Christian Dior, Fendi, Givenchy and Marc Jacobs.
Over the years, the family-run conglomerate has developed one of the best platforms in the world in terms of design, marketing, distribution and supply chain – all while upholding its identity, heritage and expertise.
For a glimpse of what's to come, check out Fenty's first advert:
In other fashion news, click here to discover Bally's new Swiss-inspired Autumn Winter collection 2019.